Seán Ó Fearghaíl (Kildare South, Fianna Fail)
Link to this: Individually | In context

Question 228: To ask the Minister for Agriculture, Fisheries and Food the success achieved during 2008 by An Bord Bia in securing new markets and increased market share for Irish beef and lamb; and if he will make a statement on the matter. [45680/08]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
Link to this: Individually | In context

The Bord Bia marketing strategy for Irish beef for 2008 to 2013 is being implemented since the beginning of this year. The main emphasis of the strategy is on the high value European market. While the retail penetration of Irish beef in Europe is already very high and there is little room for significant conversion of new business there have been considerable gains in terms of volume of higher value business going to standard retail outlets and the introduction of 24 premium offerings in foodservice and retail outlets in Italy, Britain, France, Belgium, the Netherlands, Spain, Portugal, Scandinavia, Germany & Eastern Europe.

The Bord Bia lamb strategy for 2008 is based on a number of objectives. These include maximising returns on the home market by means of promotional programmes during the year which have targeted younger consumers by highlighting the convenience and versatility of lamb. Consumer penetration at retail level has grown from 70% to 73%, and lamb's market share within the meat category has remained stable.

Bord Bia also assist exporters to diversify into new markets through a number of branding and packaging initiatives to add value to export volumes on non-traditional markets. These include two new retail listings on the British market and a direct retail supply contract with a Scandinavian retailer.

Bord Bia is also collaborating in the Generic Lamb/'Agneau Presto' Campaign in France. The goal of the campaign is to attract new consumers into the lamb category by developing a more convenient, portion driven offer that appeals to younger consumers. The campaign launched in February 2008, has received significant media coverage and retail presence.

To support this Bord Bia launched an in-store merchandising campaign with five major retail groups which ran from August to October 2008. The campaign which represented a total investment of €3.9million will run over a three year period to 2010. Coupled with the Premium Lamb promotion, the Agneau Presto ensured that Irish lamb was sold in over 1,000 retail outlets across the Belgian and French market.